In my last posts, I outlined how design for humans makes it possible for companies to help people reach their goals. I also discussed how more human technology paves the way for long-term relationships with both customers and employees. To wrap up the series, I will share some conclusions and predictions based on our Technology Vision 2017 survey of 5,400 business and IT executives.


Accounting for and responding to human behavior gives businesses an unprecedented opportunity to transform their relationships with people, and to help them along their journeys toward their goals. As they make these journeys, companies can find new opportunities to innovate, and new pathways into digital markets and industries.

Just as companies can help customers and employees grow, these new relationships can help businesses grow in return. This is the human-by-design approach that can deliver lasting value in the digital economy: technology that adapts to people, and puts their goals first.

But companies are not likely going to do this alone. While responding to human behavior is made possible by advances in technology, they won’t amount to anything without an understanding of the social and behavioral sciences behind how people work.

Companies should collaborate with specialists from this space to move forward. And when it comes to delivering those rich journeys, businesses should look to the next generation of ecosystems—not only to build their customer base, but also to work closely with organizations that can enhance goal-oriented journeys over time.


In our Technology Vision 2017, we make the following predictions with regard to design for humans:

  1. Within five years, we expect a set of Global 2000 companies to begin hiring employees based not only on self-reported experience, but also on behaviors exhibited during previous roles and how individuals handled themselves in certain situations.
  2. In five years or less, we expect governments to collaborate with businesses to drive sustainability shifts in societal behavior. Energy efficiency, CO2 reductions, and landfill diversion are likely first targets.
  3. By 2022, we expect multinational organizations to introduce employee-facing technologies that are able to identify when a worker is frustrated and then alter the tone and style of feedback or guidance automatically delivered to the worker.
  4. Within five years, a Global 2000 company could lose significant market share due to a behavior-manipulation scandal.

For more information on this and other trends, take a look at the full Technology Vision 2017 report and our Trend 4: Design for Humans page.

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